The keyword for Samsung home appliances right now is bespoke, with a range of customizable fridges and freezers rolling out around the world, with more to follow.
But what exactly does the company mean by tailor-made? At its home appliance event this week, Samsung showcased a video of artists and designers customizing refrigerators to promote their bespoke products. The company has since released marketing photos of those same brand ambassadors standing next to their brightly colored designs – but for now at least the reality is a bit more prosaic.
Concretely, if you buy from the bespoke range, you can create a fridge-freezer from modular units and then choose from a range of colored panels for the doors.
UK customers cannot buy yet, but can sign up for Samsung email alerts to know when products are available.
However, bespoke refrigerators are available for U.S. customers to purchase, with options like a single-door column refrigerator (starting at $ 1,169), bottom freezer (starting at $ 1,619), and the Flex refrigerator at. four-door (starting at $ 3,099).
Feel free to lie down after reading these prices.
These can then be customized in glass or steel finishes in a range of eight colors, although not all items are available in all colors. For example, if you want to buy the column refrigerator in the US right now, you can only get it in a navy blue, white, or gray glass finish, which looks hopelessly unattractive.
In fact, I hope your idea of the bespoke tastes good of blues, blushes, creams and grays, because otherwise you’re absolutely out of luck. There are currently eight colors in the United States, and a similar – albeit larger – palette of 14 colors is coming to Europe.
European buyers will have the option of customizing a single door fridge freezer, slim single door freezer and two sizes of bottom mount freezers. So you could put a pair of appliances together, and give one a blue door and the other a pink door which is – sort of custom, I guess?
There are no prices available for the UK market yet.
Perhaps it’s understandable that after a year indoors, people want to express themselves through their choice of refrigerator doors. But, looking at Samsung’s options so far, it looks less bespoke than bundled together, a Pinterest mood board of inspiring kitchen colors for 2021. Hopefully better options are on the way.
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